Online Advertising Intermediary: How Online Advertising Works?

Payam Hanafizadeh, Mehdi Behboudi and Hamideh Mokhtari Hasanabad
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Payam Hanafizadeh: School of Management and Accounting, Allameh Tabatab'i University, Tavanir, Tehran, Iran
Mehdi Behboudi: Department of Business Management, Islamic Azad University, Pounak, Qazvin, Iran
Hamideh Mokhtari Hasanabad: Management and Productivity Research Center, Islamic Azad University, Pounak, Qazvin, Iran

International Journal of Online Marketing (IJOM), 2014, vol. 4, issue 1, 29-38

Abstract: Applying bleeding edge courses of action in advertising is always a case on the table of decision makers. In online case, lack of a practice to place right advertisement in a right time for the right user has been counted as biggest challenage. On the other hand, “ad clutter”, the key criticism on online advertising; is about to put online advertisement's benefits away and annoying users more than before. Accordingly, this article aims at scrutinizing this critical problem by incorporating one of the next generation technologies, Lead Generation. This study introduces an e-business framework in advertisement intermediating in the form of a framework so that lets advertisers advertise in customized way. In this approach, the authors focused on displaying a personalized ad for each user by which marketers could redirect their visiting prospects into becoming their own consumers. At the end, the managerial implications are reported.

Date: 2014
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International Journal of Online Marketing (IJOM) is currently edited by Hatem El-Gohary

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